AllMusic journalist Stewart Mason praised the song's "dreamily catchy chorus" and "nice melody", adding that the layers of synths and Ian McCulloch's overdubbed vocals on the chorus add to the "psychedelic haze of the track".[5]
Releases
The single was released as a 7" single, a 12" single and a shaped picture disc. On the 7" single and the picture disc the title track is three minutes and 59 seconds long and the B-side is "Over Your Shoulder". The title track was extended by one minute and 38 seconds for the 12-inch single, to five minutes and 37 seconds, and an extra track, "Bedbugs and Ballyhoo", was added to the B-side. The 7" single was also released as a limited edition with an extra disc containing "Villiers Terrace" and "Monkeys" from the August 1979 John Peel session. Laurie Latham produced the title track and the Bunnymen produced the B-sides. The singles were released on Korova in the United Kingdom and on WEA elsewhere.
Critical reception
John Leland at Spin said, "the only new song on Echo and the Bunnymen's best-of album, goes for the massive, resonant whoosh of "How Soon Is Now?" and "Pride (In the Name of Love)", but comes up empty. The inane rhymes on the chorus don't help."[6]